The "1" in the 60-1-60 strategy signifies launch day—the critical pivot between your pre-launch preparations and post-launch activities. It's the inflection point that determines the trajectory of your product in the market. While the pre-launch and post-launch phases are crucial, it’s the execution on "Day 1" that often leaves a lasting impression. In this blog, we delve into the different functional areas that contribute to a successful launch within the 60-1-60 paradigm.
Product Marketing: The Visionaries
On the crucial "1" day, your Product Marketing team transforms strategy into actionable plans. They are the stewards of your product’s message and positioning. Armed with customer personas, value propositions, and competitive analyses, they ensure that every other team is in sync. The first impressions your target audience forms are often shaped by the clarity of the message crafted by this team. They also serve as a linchpin, liaising between different departments to present a unified front to the market.
Demand Generation: The Engines of Outreach
The role of the Demand Generation team on launch day is akin to a turbocharged engine. These are the individuals responsible for activating the marketing channels you've prepped in your 60-day lead-up. Through a combination of targeted advertising, social media buzz, and partnership announcements, they widen your funnel to ensure maximum visibility. Their immediate KPIs usually involve metrics like 'Traffic to Landing Page,' 'New Sign-ups,' and 'Engagement Rates'—figures that signify the pulse of your launch day outreach.
Sales: The Ground Troops
Your Sales team acts as the ground troops on launch day. They take the product and message into the battleground—that is, the market—and strive for immediate wins, be they pre-sales, upsells to current clients, or closing deals that have been nurtured in the pipeline. They are ready to jump on calls, conduct demos, or meet with prospective customers who show interest in the new product. Their ability to turn interest into action is a crucial variable in the launch day equation.
Public Relations: The Amplifiers
Public Relations is responsible for the optics and external narratives. On launch day, they may orchestrate a series of well-timed press releases, op-eds, or interviews with key stakeholders in relevant media outlets. PR ensures that the narrative around your product launch is controlled, cohesive, and most importantly, appealing to both your target audience and the broader public.
Customer Success: The Relationship Builders
Let's not overlook the Customer Success team. They have a pivotal role to play, especially in ensuring that your existing customer base feels valued and informed. From personalized outreach to managing FAQs and how-to guides, they take charge of enhancing the user experience. They are on standby to handle any questions, issues, or adoption challenges that may arise.
Engineering: The Silent Guardians
The Engineering team is on red alert during launch day. They are the silent guardians, ensuring that servers are stable, load times are optimal, and that no bugs interfere with the user experience. Their role is not front-facing, but the smooth functioning of all technical aspects of the product rests on their shoulders. They coordinate closely with all other teams to troubleshoot any issues in real-time.
Synergy Makes the Dream Work
On the crucial "1" day, every department has a significant part to play. The "1" is where the groundwork laid in the preceding 60 days is tested and where the framework for the succeeding 60 days is built. Each functional area serves as a pillar that upholds the structure of your product launch, from generating initial interest to sustaining long-term growth.
The 60-1-60 strategy isn't just about time—it's about roles, responsibilities, and orchestrating a multifaceted team with precision. The launch day is your make-or-break moment, and if executed effectively, it can set the stage for sustained growth and market dominance. That’s not just good marketing; it’s smart business.
In Part 3, we’ll delve into how to measure the ROI of your 60-1-60 strategy, with actionable insights on metrics, key performance indicators, and more. You can jump to Part 3: Measuring Impact Across the Business now.